Resonance Tourism

Greta Renner: The term “resonance tourism” refers to a form of travel in which the focus is not on quickly consuming attractions, but rather on the question, “What do you want to experience?” This involves a shift in how roles are understood: Travelers increasingly do not want to be perceived as tourists who “tick off” everything on a list, but rather as guests with whom a genuine exchange takes place. Resonance tourism thus aims for intense, authentic, and emotionally impactful experiences that continue to resonate long after the trip is over. It is characterized by encounters with the local culture and people, as well as a conscious connection with nature. The experience should not come from simply checking off items on an itinerary, but rather from an experience that “sticks with you” and, ideally, sparks personal change. The macrotrends “detouristification” (distancing oneself from “tourist” status) and “slow travel” (conscious, unhurried travel in terms of both mobility and the planning of vacations and activities) also fall within this context.

Greta Renner: From our Trends x Target Groups Study (2025), we know that resonance tourism will play a very significant role in the future, especially when planning trips to Alpine vacation destinations. 49% of respondents in the German market say they consider it (very) likely that they experience resonance tourism in Tyrol by 2030. For us, this means there is a certain level of demand for this trend; at the same time, the trend aligns with Tyrol’s core strengths: natural landscapes, cultural identity, and genuine hospitality provide excellent conditions for offerings focused on depth rather than mass tourism. The study provides a clear call to action for destinations and businesses to further develop their products and services accordingly. Furthermore, resonance tourism can support positive effects in the areas of sustainability and environmental protection: Those who build a stronger connection to a place, nature, and its people automatically interact with resources and the environment differently than they would during brief, superficial visits. Furthermore, this trend offers the potential to spread out visitor flows and can provide a competitive advantage over other destinations, provided that authenticity is preserved and cultural content is not commercialized or distorted. Furthermore, the demands on workplace culture are increasing: businesses should not only foster a sense of connection with the outside world but also embody it internally.

Greta Renner: Concrete tourism offerings in the spirit of resonance tourism can be found especially where encounters, a connection to nature, and mindful use of time are systematically incorporated into products. These include, for example, guided nature tours, culture- and community-based experiences, and “slow travel” packages featuring longer stays, sustainable transportation, and a less packed itinerary. It is essential to strike a working balance between digital bookability and sufficient “offline time” so that resonance can truly develop on site.